I’m in the middle of reading Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath and I ran across a passage that is very relevant to Successful Customer Outcomes. The book focuses on 6 key components of making ideas sticky-or unforgettable. They are:
Read this excerpt for more information.
While discussing the concept of simplicity, they describe Southwest Airline’s mantra. Their mantra or core drives the decision making process at Southwest. As the longest serving CEO of Southwest has said," I can teach you the secret to running this airline in thirty seconds. This is it: We are the low fare airline."
This is a simple idea for everyone involved. It’s sticky, because it’s simple, and it’s stickiness provides customers and employees alike a measurable and attainable expectation. When you book a seat on Southwest, you don’t book it for the meals or the first class seat; you book it for the price. Changes at Southwest don’t get made because they will make customers more comfortable. Changes are made to help bring down the cost of travelers’ tickets.
The core idea behind Southwest’s success is that they are the low fare airline. Everyone knows this and everyone expects this. That’s why they are so successful.
Now, I have a question. To be effective, does a Successful Customer Outcome need to sticky?